Strong ABC Results
Unrivalled coverage of the Royal wedding and Bin Laden's killing saw the Daily Mail and The Mail on Sunday outstrip their respective markets in April.
The Daily Mail continued to out-perform all of its national daily newspaper rivals for the eighth consecutive month, according to the latest ABC figures. In April its circulation went up by 0.2% year-on-year (to 2.1 million) in a market that fell by 5.5%.
These results were significantly boosted due to the extensive Royal wedding coverage. On Saturday April 16th it is estimated that the Daily Mail outsold The Sun - selling 3,083,000 with a Century of Royal Weddings DVD as against The Sun's 3,078,000 with no promotion that day.
Sales of the Daily Mail on the Saturday immediately following William and Kate's big day jumped by 425,000 vs. a base week - the largest surge experienced by all the national daily newspapers.
The title continued to sell well the following week due to the killing of Al Qaeda terror chief Osama Bin Laden and the Royal wedding follow-up. These factors combined to approximately add a further 50,000 copies per day across Mon-Fri of April's last week.
Meanwhile, The Mail on Sunday finished April with an ABC of 1,947,000, 1.8% behind last year in a market that dipped by 7.2%. The Mail on Sunday added 333,000 to its circulation for its Royal Wedding glossy magazine, again outperforming the market by some distance.
Neil Jagger, Mail Newspapers Circulation Director said: "Our titles have once again demonstrated that they are the clear paper of choice for many when it comes to covering key global events, such as the Royal Wedding and the demise of Bin Laden.
"We began 2011 with a number of timely and very popular promotions for our readers. This coupled with our focus on creating more 6 day a week buyers, through subscriptions and home delivery, has helped produce a very strong ABC results so far this year."